New changes of the urban image design in the impact of new media technologies are understood and mastered， as well as the objective motivation of these changes is analyzed and summarized. With the case study of the presentation of urban image design home and abroad， such as logo designs， marker colors， signal systems and mascots，the differences of traditional design and contemporary urban image design are compared， the features of urban image design are summarized under the context of new media. The intervention of new media in urban image design is the inevitable result of the development of design at the digital information age. In the urban image design， with the interactive thoughts and innovative experiences， designers will be provided more space for prospective design practices.